Matt Willey and team have designed the brand identity for Helions, a new publishing house founded by photographer Jack Davison.

The name of the company is a reference to the village that Davison grew up in, Helions Bumpstead. The team designed the Helions wordmark with an optical effect that mimics light refractions and complements Davison’s experimental approach to image making. When reduced to a symbol, the “H” logo resembles a film strip.